The power of controversy: authenticity and offensiveness perceptions

Consumers increasingly demand companies to take a stand on controversial socio-political debates, but the consequences of engaging in such controversies remain insufficiently documented. This research shows that controversy in brands leads to both increased offensiveness and decreased authenticity,...

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Detalhes bibliográficos
Autor principal: Limbeck, Miriam Muriel (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2022
Assuntos:
Consumer behavior
Controversial brands
Authenticity
Offensiveness
Controversy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10362/138776
País:Portugal
Oai:oai:run.unl.pt:10362/138776

Texto Completo

http://hdl.handle.net/10362/138776

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